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October 26th 2012 Slide 1
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Case study SandenVendo
David Pas
innovation & design consultant
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October 26th 2012 Slide 2
David Pas Consultant Innovation & Design VERHAERT NEW PRODUCTS & SERVICES Guest lecturer Productontwikkeling, Antwerpen Design Coach ‘humin’ Design Ambassador ‘My Precious co-creation’
Stefaan Van Baelen Sales Director SandenVendo
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October 26th 2012 Slide 3
about SandenVendo
The history of SandenVendo.
* 1931 - Vendorlator Inc. founded in Fresno, California
* 1937 - Vendo Co. founded in Kansas City, Missouri
* 1956 - Vendo Co. merger with Vendorlator Inc.
* 1961 - Subsidiaries established in Germany, France and Belgium
* 1965 - Setting up of production facility in Casale, Northern Italy
* 1967 - Subsidiary established in Spain
* 1988 - Vendo becomes part of the Sanden Corporation -
Largest manufacturer of beverage vendors
* 1997 - First expansion of the Casale factory, Italy
* 1999 - Second expansion of the Casale Factory, Italy
* 2000 - Additional offices established: Vendo France, Vendo Belgium
* 2001 - Additional offices established: Vendo France, Vendo Belgium
* 2002 - Start of cooler & coinage business in Europe
* 2002 - New factory established in Akagi, Japan
* 2005 - Vendo is renamed to SandenVendo
* 2011 - 50th Anniversary of European Operation
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October 26th 2012 Slide 4
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October 26th 2012 Slide 5
Sanden
global specialist in heating and
cooling technologies, is recognized as
one of the leading companies in
thermodynamics both in the
automotive industry and mobile
appliances such as food refrigeration.
Sanden with its 56 locations in 23
countries develops and produces
vending machines, refrigerated
showcases and especially
compressors for mobile air
conditioning systems.
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October 26th 2012 Slide 6
unique product beating the commodity
with innovation & design
1931 today
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October 26th 2012 Slide 7
other innovations
future
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October 26th 2012 Slide 8
case : Coffeeserver
self service desktop machine
without payment
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October 26th 2012 Slide 9
other markets
stand alone machine
payment system
countertop machine
operated by staff
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October 26th 2012 Slide 10
typical design brief from marketing
- a benchmark on cost and performance
- ‘white spots’ in the market based on facts & figures
- definition of target cost and specs to fill the ‘white spot’
POOR design brief !
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October 26th 2012 Slide 11
competitive advantage
COST DRIVEN
DIFFERENTIATION 3 key strategies
NICHE / FOCUS
difficult in existing market
without changing business model
- often viable, but how?
- on performance or experience ?
- strong brands can ‘do more’
the other way
- brand driven
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October 26th 2012 Slide 12
innovation focus
© Verhaert
product centric
innovation strategy
experience centric
innovation strategy
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October 26th 2012 Slide 13
design driver
© Verhaert
interface
DIFFERENTIATION ON
LOOK & FEEL
use in hotels, petrol stations,….
SELF SERVICE
attended area
without payement system
DIFFERENTIATION ON MAN
MACHINE INTERFACE
styling
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October 26th 2012 Slide 14
ENVIRONMENT
starting to use, observe & benchmark
product
service experience
DESIGN
THINKING
INTERACTION
observation & benchmark
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October 26th 2012 Slide 15
setting the scope
human motivators (Censydiam model)
PO
WE
R
ENJOYMENT B
EL
ON
GIN
G
CONTROL
vitality
‘energetic’
recognition
‘classy’
retro concept
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October 26th 2012 Slide 16
starting to explore
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October 26th 2012 Slide 17
mapping the proposals
human motivators (Censydiam model)
PO
WE
R
ENJOYMENT B
EL
ON
GIN
G
CONTROL
young & female
trivial functional
energy
classy
retr
o c
on
ce
pt
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October 26th 2012 Slide 18
design driver
© Verhaert
interface
DIFFERENTIATION ON
LOOK & FEEL
use in hotels, petrol stations,….
SELF SERVICE
attended area
without payement system
DIFFERENTIATION ON MAN
MACHINE INTERFACE
styling
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October 26th 2012 Slide 19
flexibility ?
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October 26th 2012 Slide 20
mapping the proposals
novelty matrix (R. Verganti)
EX
IST
ING
OF
FE
RIN
GS
incremental
revolutionary
NEW
CONSUMER N
EW
OF
FE
RIN
GS
evolutionary
evolutionary
EXISTING
CONSUMER
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October 26th 2012 Slide 21
interface exploration
dirty touch panel
numerous buttons
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October 26th 2012 Slide 22
filtering and design iteration
retro meets high-tech
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October 26th 2012 Slide 23
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October 26th 2012 Slide 24
viable feasible
acceptable
design iteration
filtering and design iteration
ENGINEERING
MARKETING
ENGINEERING
REVIEW
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October 26th 2012 Slide 25
next step
DEMONSTRATOR
test acceptance of
user interface
and on
styling/perceived value
INNOVATION STRATEGY
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October 26th 2012 Slide 26
test software
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model
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October 26th 2012 Slide 28
Milan fair
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October 26th 2012 Slide 30
status today
today
Q1 2012
Q3 2012
DETAILED DEVELOPMENT
DESIGN AS INPUT
FOR STRATEGY
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October 26th 2012 Slide 31
conclusion
product
service experience
DESIGN
THINKING
STRATEGIC ROLE OF DESIGN
IN INNOVATION
helping to go beyond cost and
performance as drivers for innovation
helping to explore differentiation
strategies
helping to think about all touchpoints
helping to explore human motivators
…..
between all disciplines
1
2
3
4
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October 26th 2012 Slide 32
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